With Black Friday just around the corner, Amazon is tugging at people’s heartstrings with an ad featuring a Muslim cleric and a priest. There is no doubt that at a time where hate crime and Islamophobia is on the rise, and the U.S. election has widened the gap between people of different faiths, this advert is like a breath of fresh air.
The campaign that is targeting people in the U.S, U.K. and Germany aims to promote interfaith friendship, along with encouraging people to buy products off Amazon.
Starting off with a simple storyline, the clip revolves around a Muslim community leader visiting his Christian friend only to realize they both have knee pain. The e-commerce company soon comes into play when the two friends use the Amazon app to order a knee brace for each other.
“We think it is an authentic and charming story. We think it is a legitimate story. We are conscious that some people may be sensitive to it. It is about selflessness and thinking of other people,” said Simon Morris, director of advertising at the company.
Interestingly, this also may be the first time a Muslim cleric has been featured in an advertisement in the United States.
“I can’t think of one. There are plenty of religious figures in televisions, especially sitcoms and police procedurals. But no ads with imams,” said Tobe Berkovitz, a professor of advertising at Boston University.
Amazon has clarified that the advertisement did not intend to send out a message regarding the ongoing political situation in the U.S. or speak against President-elect Donald Trump’s anti-immigration stance.
However, in one way or the other, it perfectly promotes unity, friendship and respect for one another regardless of religious and cultural beliefs.
Check out the heartwarming ad above.